The Influence of Product Quality and Service Quality on Customer Loyalty is mediated by Customer Satisfaction at PT Oscars Mas

Abstract

This study aims to determine product quality and service quality on customer loyalty mediated by customer satisfaction. The research was conducted at PT Oscarmas with a research sample of 70 customers, Data analysis using path analysis. The findings of this study are that product quality and service quality have a positive and significant effect on customer loyalty. Product quality and service quality have an indirect impact on customer loyalty through customer satisfaction. This means that customer satisfaction cannot be a mediating variable between product quality and service quality with customer loyalty.